Paving

CLIENT

Paving company / Denver, Colorado
PROJECT

Five years ago an accidental phone call grew into a first meeting that grew into a five-year partnership. When we first meet with a paving company located in the Rocky Mountains,  their operating cost were all right but if gross sales did not increase soon then the businesses future would be in question. We had a goal to increase their gross sales by 20% the first year.
CHALLENGES

Prior to even signing contracts we knew that the paving and concrete industry was very competitive. We needed to know who was who and what were they doing. What really made the paving company located in the Rocky Mountains better then the next guy? How did we go about elevating the status of the brand, the company and the sales staff who were reluctant and not qualified? We had to roll up our sleeves and find out how to take a client who is in an industry that is perceived as dirty and rough to an exciting level where they could reach out to their prospects on a professional level.

• Establish a professional and exciting brand for an otherwise rough industry.
• Overcome qualifications of client’s internal sales staff.
• Communicate to the owner that the desired look and feel of the brand needed to have a current, clean and professional tone.

OBJECTIVES

• To take “the-new-kid-on-the-block” to the most recognized paving contractor in the state.
• Preparing the internal sales staff for inquiries.
• Position client as the leader in the industry for quality, professionalism, and price.

SOLUTION

We began to evaluate the types of contracting jobs that the client was continually working on. We found a consistent demographic that they were best suited to work with and for. After researching not only the paving industry but also commercial and residential development we found an entire network that allowed us to reach our desired demographic. We found that this network provided us a way to communicate with every building owner, leasing professional, and business owner with over a 5,000 square foot facility in Colorado. Once we established this communication, we continued to monitor it and reinforce the paving company located in the Rocky Mountains brand. While promoting the business we need to simultaneously train and prepare the sales staff to become comfortable with sales and be open to new business. We also educated the owner on the artwork and the reasons behind the marketing efforts. We wanted him to be comfortable with the efforts and understand the reasoning behind them.
RESULTS

In just two yeas we increased the paving company located in the Rocky Mountains gross sales by 9 million. They soon became recognized as a national leader in the asphalt and paving industry. The owner was able to maximize his efforts and in late 2008 he was able to retire and sell his business. The current owners continue to capitalize on the established brand and company profile that has been ranked as one of the top 100 largest contractors that we helped to create.